Deutsche Telekom extends 'Magenta One' quad-play strategy to Hungary

Deutsche Telekom extended its quad-play strategy to a fourth European market after Magyar Telekom launched Magenta One plans in Hungary.

Magenta One, which combines mobile services with fixed voice, broadband and TV offerings, was first launched as MagentaEINS in Germany in September 2014 and reached 1 million customers there in May this year. It is also now available in Slovakia and Romania. The packages in Hungary and Slovakia are marketed as 'Magenta1'.

When it launched the service in Romania in May, Deutsche Telekom said Magenta One would be introduced in five other markets where it offers fixed and mobile services by the end of the year.

Magyar Telekom, which sells its services under Deutsche Telekom's "T" brand and is 59 per cent owned by the German operator, is offering two quad-play bundles to its subscribers. These combine home broadband, TV and phone services, mobile TV and mobile phone plans including voice, texts and 500 MB of mobile data.

The plans cost HUF14,990 (€47.50/$54.60) or HUF19,990 a month depending on the selected home broadband speeds. The Hungarian operator is also placing a particular emphasis on the discounts that are available by combining the various services under the Magenta1 plans.

In Germany, MagentaEINS is available at €54.90 ($63), €69.85 and €79.85 per month, with discounts available for existing broadband customers. A broader range of prices points are available in Romania, while the Magenta One offering in Slovakia appears a little less well developed as users have to create their bundles by combining Happy smartphone plans with 'Magio' triple-play offers.

With Magenta One, Deutsche Telekom has adopted a fixed-mobile convergence (FMC) strategy that is now a clear trend on the European telecoms market, and is also behind recent purchases of fixed and cable assets by former mobile-only players such as Vodafone.

The German operator is also pursuing a strategy to become what it describes as "the leading telco in Europe". It plans to invest more than €6 billion in the expansion of its European networks by 2018, complete the migration of customer lines to all-IP and offer more cloud-based products across borders.

For more:
- see this release from Magyar Telekom

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